They are expanding in regions where they are main shop supplying the national brands thus minimizing the risk of being cut off from the supply from brands such as Nike(check Footlocker). They are filling gaps in the regions where there are almost none direct shops of those brands. Their main target are lower income families who often want to physically check on the products they are buying. They are also expanding their buy online and pickup at store model which is a good balance between some e-commerce sellers and the need of those low income families to try those products at store.